The research group has transferred its Tokyo business to the new JV, a separate company called GfK Custom Research Japan in which it holds a 66% stake. The remaining shareholding is split between NTT and its market research institute NTT Data SMIS.

In a statement GfK highlighted the fact that the deal gives it access to NTT’s online panel of 4.5 million Japanese consumers. This of “particular importance”, the company said, as it can use the panel to offer international clients “a more efficient structure on the Japanese market”.

The joint venture is headed by managing director Kyoichi Hirano and employs 22 staff.

Meanwhile in Peru GfK has acquired 51% of consumer and opinion research agency Conecta Asociados. The firm, led by MD Hernan Chaparro, generated sales of €1.5m in 2008. It has a staff of 60.

Going forward, the agency will trade as GfK-Conecta. It works with clients in the consumer goods, telecoms, media and finance sectors.